Six Types of Ads for Effective Marketing

group legs 45363100How do you know if an ad works? If your only answer is “by sales,” then you’re missing the point of most advertising and are likely shorting yourself on the full marketing power ads can bring to your marketing mix. Here are 6 of the more common categories of ads and how they might work for you:

1. Image Ads – Used to make your brand top of mind for key audiences. By definition, these tend to be larger-sized ads, beautiful, well-designed with little writing but a big message, because they are geared to create an “image.” They are generally done by large brands, but should not be ignored by smaller retailers and brands. If possible, co-op dollars can be used to help promote image ads locally.

2. Traffic Drivers – Also frequently considered loss leader ads. These are used to get customers into a store enticed by a great bargain. The upselling and real potential sales come after the customer is at your site. Inserts and sales circulars are generally traffic driver ads.

3. Impulse Sales – Used to create demand for a product that may be unknown to a consumer. It’s a type of traffic driver, but unlike the loss leader can be for a high-end item such as the iPad mini or Google Nexus tablet during the holiday season. A key point of an impulse sale ad is “limited time” or “limited inventory.”  Mobile ads are generally impulse sale ads, but print and online display ads can create impulse as well.

4. Foundational Positioning Ads – These are used to differentiate you from the competition and introduce you to new customers. Grand Opening ads if done well can be positioning ads, creating a foundation for letting the consumer know who you are and why you are worth a try. These types of ads can and should be run in some periodic schedule so your value proposition is clear at all times. Portions of a foundational ad can be included in other ads, and frequently summarized are seen as tag lines, but a true foundational ad tends to be larger and provide proof of performance or positioning.

5. Good Neighbor Ads – In a sense, they are a type of foundational ad, but with a very specific purpose of proving your involvement and commitment to the community. They are distinctly separate from sales and can be sponsorship ads of charitable organizations, or “hats off” ads to local service providers. They only ring true if done outside of any disaster PR efforts. For instance, BP ads for the Gulf Coast are not Good Neighbor Ads. They are mia culpa ads used to regain some lost reputation. Good Neighbor ads are truly philanthropic and in line with a company’s mission or local commitment to a cause. They create affinity for like-minded consumers, but have no sales initiative.

6. Employee Motivational Ads – Many company’s say employees are their greatest asset, and way too few take out ads to let the world know how much they value their employees. These can include service award ads, welcome our new employee ads, honor our high service level employee ads. It’s hard to measure the goodwill they create, but they are usually framed and pinned to employee’s walls to show how much the external publicity is valued internally.

All ads, by definition, are Engagement Ads . They should make people want to be affiliated or involved with your brand, product or service to some degree or another. But, they are not all geared toward an instant or short-term sales.

The Walk-away: Ultimately every business needs sales to stay in business, but different ads serve different purposes. Each is a worthwhile investment if you are clear on your goals and are measuring results accordingly.

Put Benefits in Your Ad Headlines

Advertisers and marketers frequently make one huge blunder. They forget about benefits. They get so focused on WHAT they have to sell, they forget to tell consumers WHY they should buy. The Why’s can take many forms:

  • Why buy from you
  • Why the product/service will make life easier for them
  • Why now
  • Why something is different

In advertising, you don’t have to answer all “why’s” at one time. In fact, you shouldn’t. But, as a rule of thumb, every ad should address at least one “why” prominently somewhere in the ad, preferably the headline or in the lead.

This was highlighted recently in Scarborough research pulled for a local auto dealer. The data showed that the primary reasons consumers from Atlantic and Cape May counties bought a car from a dealer within the last year had less to do with model selections and price and more to do with service, warranty and a dealer’s reputation. For those who actually purchased cars within the last 12 months of the research, service indexed 265 while price/value indexed 100 and model selection surprisingly indexed 85. With 100 as the baseline, this means, that an adult in the market for new cars is 165% more likely to buy based on service and 15% less likely to buy based on model. Although price is a consideration, it doesn’t rate higher than a dealer’s reputation or concerns about  service and the warranty. Local consumers want cars that won’t cost them a fortune after they’ve driven off the lot!

Knowing this information, now take a look at most auto ads in newspapers and other media outlets. Almost every ad hypes make, model and price. This works for national manufacturer ads as the big three want to entice you to look at their latest models, none of which they sell directly to consumers. But, if you’re a dealer, the data shows that your local ads should promote your service record, warranties and reputation. Sadly, there are few examples of these to show.

The Walk-away: If you can’t answer at least one “why” question in your ad copy, it’s time to ask yourself a different question: “Why are you spending your money on advertising?” If it’s to gain customers, then at least address the question why someone should buy from you versus a competitor. Pick a  “why” question and  address it in your ad copy! Make sure your ad answers that question clearly and prominently so the right customers drive to your door.

Why Market Research Can Be Misleading

If it’s true that “Numbers don’t lie,” how come so much data is misinterpreted? According to Nate Silver, now popular political data blogger and tracker for the New York Times, numbers can be misleading when analysts don’t have the historical context for interpreting them. For instance, in retrospect, Silver in his book The Signal and The Noise, notes that although data existed to strongly suggest the 9-11 attack on The World Trade Center, humans did not have the experience to correctly interpret the signals. Silver writes, “the 9/11 Commission deduced, the most important source of failure in advance of the attacks was our lack of imagination.” In other words, we could not imagine or conceive of such a horrendous attack, so no matter what the data indicated, the intelligence community could not see it.

In business, false interpretations of data are not as critical as with the intelligence community, but ignoring trends and/or the failure to imagine possibilities can lead to businesses going out of business long before their times. It’s why market research is important in making business decisions from next year’s color trends for fashion houses to the copy and graphics choices in an ad. If we always produce the same ads, or always stock the same inventory as the year before, our business will appear stale to our consumers, and we will ultimately fail to be positioned correctly in the near or longer-term future.

How can you get data? Trade associations are always a key source as are consumer surveys you do on your own. The value of the former is that the data is usually analyzed by a credible industry executive. The danger in the latter is bias or misinterpretation.

One of the best customer surveys is done by GoDaddy, the url management and web hosting service. After every service call a simple questionnaire is sent to each customer with just two short questions. Was your question or issue answered to your satisfaction? Would you recommend our service to others? Each question has a ranking from 1-5, with 5 being strongly agree.The simplicity of the questions allows for little misinterpretation of the data and doesn’t allow GoDaddy to determine new products or services, but does allow them an ongoing benchmark of their customer service. It highlights how highly GoDaddy considers it’s customer service as key differentiating factor, and gives clues to effective market research.

  • Only ask questions that supply meaningful answers – those you know you can interpret and use the data to change behavior. In Go Daddy’s case they can use the scores to easily understand which CSRs are worth promoting, or weeding out.
  • Don’t ask too many questions, or consumers will jump ship. No one has enough time to take more than a few seconds to answer questions.
  • Don’t ask questions if you won’t do anything with the data. It’s a waste of everyone’s time. When framing a question, ask yourself, “what will I do with this information once I know it?” If the answer is “nothing,” abandon the question.

The Walk-away: When it comes to using data for determining advertising decisions, don’t go it alone. Ad effectiveness depends on many factors including but not limited to resulting sales. The questions, research methodology, and analysis are best left to experts.

The Public Relations Value in Disaster Recovery

This past Sunday, the ACHLA sponsored a walk to highlight the vibrancy of the Atlantic City boardwalk post Sandy. News coverage around the nation left the impression that the boardwalk had been decimated. Nothing could be farther from the truth either in AC or OC – Ocean City. Both boardwalks are open for business. But, as Al Reis and Jack Trout noted in their now classic book Positioning: The Battle for Your Mind, once an idea takes hold it’s hard to unlodge.

That’s where the walk came in. It wasn’t to raise money. It was to raise awareness. If people stay away from Atlantic City and other boardwalk communities, the monetary damage from Sandy can be unnecessarily greater. Sandy was an Act of God. Bad PR is an Act of Mankind. Both require a concerted effort for real disaster recovery.

News coverage claims close to 600 people attended the Sunday walk. I was one of them. I can’t substantiate the number, but I can substantiate the energy on the boardwalk and the fact that almost everywhere you looked, the boardwalk was clean, undamaged, and open for business.

So when public perception is wrong, how do you go about changing it? The answer is an integrated, strong campaign. Advertising alone isn’t enough. But advertising combined with PR and a full marketing toolkit can be a powerful agent for change. PR takes spokespeople to talk to news organizations outside the area, press releases and targeted articles to travel publications and sites, and a full court press of social media and traditional media options.

And what about the Do AC ad campaign? It’s being run by some very smart people,who have already revamped to account for Sandy positioning. Their latest headline? “Nothing Can Hold Back The City Where Anything is Possible.” Why? Because, just promoting DoAC won’t work post-Sandy as no one wants to get away to someplace devastated in their minds. The key is to show, prove and entice people to see AC as it really is – and perhaps as a social responsibility for rebuilding NJ.

There’s a model out there already. It’s called Bourbon Street post Katrina. The Gulf Coast made sure to let people know it was open for business and that by visiting you were helping to rebuild New Orleans. It was almost a public duty to visit New Orleans in 2005. Emotion is a key factor in PR and advertising. Don’t be afraid to use it.

What can you do as a small business at the Jersey Shore? Use your email list to let customers know you’re open for business. Aggressively use your web site to foster sales. Post on all your social media sites with pictures to show ongoing vibrancy of your business. Entice people to help support the commercial growth of The Shore. Advertise to show you’re here to stay. Use emotion. Don’t be afraid to say Jersey Strong, or Rebuilding the Shore in your ads. It’s what people want to see happen. Show you’re a part of the fiber that makes the Jersey Shore a national treasure.

The Walk-away: Disaster happens. Don’t let it be the end of you. Stake your flag (or foot) in the sand and use advertising, PR, email, social media and every message channel open to you to encourage customers to come back sooner rather than later. Be Jersey Strong. As an aside, if your business is  a collection drop for any charity, please make sure the public knows by emailing an alert to PressitForward@PressofAc.com,  the new listing service also started on Sunday called PressItForward.

Credible Ads are Placed in Trusted Media Sources

When it comes to consumer trust, traditional media still rules the day. A digital report released this summer by Triton Digital, shows that newspapers, radio and TV each outweigh internet-only news sources in terms of trust. Reported in e-Marketer under the title “Traditional Media Still Most Trusted Sources of Info,” the article concludes … “with time and attention –and trust—still focused on traditional media, TV, radio and print are not to be neglected.”  Both Triton Digital and eMarketer are services dedicated to digital growth trends, giving the report significance as one of those “eating crow” times when digital gurus formally admit the power of print and broadcast.

In this increasingly digital world, people have frequently confused news with news delivery trends. Findings from a January Pew Research study note: “People are no longer taking one path to access news.” Consumer appetites for news today are extremely healthy, but instead of reading three newspapers as their grandfathers did, today’s consumers gather news from three or more platforms frequently including print, desktops, and mobile devices as sources for their daily news consumption.

The Pew survey also reported in e-Marketer found: “ that when seeking news, the highest percentage of consumers went directly to a news organization’s website or app, which suggests that pre-existing relationships are what drive readers to particular news outlets.” The reason boils down to trust.

A new business book,The Trust Edge,by David Horsager delves into the elements needed for businesses of any type to gain consumer trust.  Not surprisingly, he finds that  trust is not built overnight. Hence, it should be  no surprise in the higher level of consumer trust  in more established news sources who have honed their reporting skills over time.

How does this affect advertising? By affiliation, an advertiser associated with a credible media source has higher perceived “trust” value with consumers. Is it any surprise then that Google just reported it’s average cost per click has fallen by 15% compared with the same time last year?

The Walk-away: All that glitters is not gold. New devices are engaging for games and email, and also give consumers greater access to news. But when news and information is wanted over Angry Birds, consumers use those devices to find credible, trusted news sources. These landing pages are the places you should consider for ad placements, so you, too, can be found by consumers actively seeking credible resources.

Media Planning Requires Data over Ego

Here are three key tips for creating an effective media plan that gets your ad message out to potential customers:

  1. Never assume you are the customer.
  2. Don’t buy media to reach customers for your company based on your own habits.
  3. Don’t buy media based on your family’s media habits, particularly your mother’s.

The first two tips were recently re-emphasized in a study presented by the Media Behavior Institute  (MBI) during Advertising Week. As reported in Media Daily News, it found that “media pros are much more likely to be heavy users of digital media – particularly mobile and social – and are much less likely to use traditional media such as TV and radio than average customers.”

Since media pros are frequently those making media buy recommendations to business owners, it’s important to always look at data when evaluating a media plan. Can you define your core demographic and geographic reach? Is the media buy based on reach numbers targeted to your potential customers where they live and work?

Unfortunately, entrepreneurs are more likely to shoot from the hip and buy media that is either inexpensive or matches their own viewing habits. It’s the key reason behind so many car dealers pitching themselves and their families on late night local TV.  It’s an ego buy, not necessarily an effective buy — hence tip 3. Just because your mother saw you, doesn’t mean a potential customer did, nor was necessarily motivated to buy.

When buying media keep in mind this quote from MBI’s executive director of marketing Mike Bloxham:

“We all view the world from our own eyes. If we find as a community that we are markedly different from the communities that we are trying to communicate with and engage for our brand clients, that is a real challenge.”

The only antidote is data. Ask for it from any media or ad agency representative and then make your media buy accordingly. The key is objectivity. Keep your ego and mother out of it and you’ll increase your chances for an effective decision.

The Walk-away:  As your mother used to say – Never judge another person until you’ve walked in his or her shoes. Advertising is the same. Write an ad from the customer’s point of view and place it based on the customer’s media habits not your own.

Why Great Advertising Can Be Grammatically Incorrect

“Advertising is the spoken word in print.”

This is one of 52 small ideas that make a big impact from “The Little Blue Book of Advertising.”

What it means is: Grammar is best reserved for college essays, and may not have a place in effective advertising. Don’t agree? Take a moment to try and …

Think Different.

Remember that effective tag line from the 1997 Apple campaign? If not, here’s the TV spot that is still studied today as a classic. It still serves to position Apple as the product for alternative thinkers. By all accounts it worked as effective advertising. And, it’s grammatically incorrect. To get an A on an English exam, the copywriter would have written it “think differently,” and it would not have resonated or had the ad impact it did.

Advertising is fundamentally meant to “speak to” an intended audience, which is why the spoken tone is considered more effective than the grammatically correct written word.

If you’re proofing an ad for either yourself or someone else, here’s a tip:

Don’t read it quietly.

Read.

It.

Aloud.

Does the ad sound right? This tip holds for print ads as much as for radio spots. In print, readers read the ad in their own voices in their heads. Make sure the ad sounds right and it will have a better chance of resonating with your intended customers. And, if need be, keep it grammatically incorrect.

The Walk-away: Even in print, ads are meant to be ‘spoken’. If your ad doesn’t resonate in a genuine voice in a reader’s head they will discount your message as disingenuous. People like to do business with people who either “sound” like them, sound as they aspire to be.

 

Post originally appeared on AdsWithLegs blog created for The Press of Atlantic City, October 2012.

Update Your Ads to Resonate with Today’s Consumers

Times have changed. Has your advertising?

If your ad message, look and feel is the same as it was 5 or even 10 years ago, it’s time you got a makeover. Ads are like fashion. They need to stay up with the times, and yes – times have changed.

In colleges around the country, students of advertising are learning that they can study the culture of various times by looking at ads. That’s because ads need to be current with lifestyles in order to resonate with consumers.

Magazine ads during World War II depict patriotic themes from women working in factories to men fighting in the fields, whereas ads from the Cold War era show a very different slice of life – women in aprons happily baking and tending to the home and men suited up for the office. These images were product agnostic and seen in promotions for everything from motor oil to fashion.

Hindsight is 20-20 and it’s easy to see now why neither type of ad imagery would work in today’s world. Not as obvious, but equally important, is the fact that ads from the early start of the Millenium also won’t work in this decade. Ten years is a new generation and requires a new generation of ads.

What ad messaging and imagery will work today? Look critically at ads that resonate with you as a consumer and consider how you might incorporate those elements in your own ads. Consider the audience you want to reach and what their current concerns may be. Although ads have changed from decade to decade, ad goals have not. Your goal is always to provide images and copy that motivate your potential target audience to take action and feel that they are getting their needs met with your products and services. Some times those needs are subliminal such as the need for security, coolness, and rarely are about price, even during a recession.

Take a new look at your ad copy. Does it speak to today’s consumer’s issues or desires? If not, you have a strong clue why your ads may not be working as they did in the past. It’s time for your long overdue makeover and to get your ads into present times.

The Walk-away: If you want your business to be relevant and resonate with today’s consumers, don’t date yourself with ad copy and graphics from 5-10 years ago. Give your ads updated legs that can walk the talk of the times.

Ad Lessons from Political Campaigns – Part 2

‘Tis still the season of political advertising and now that both major party conventions are over, the real advertising begins. If you ever think the age of big media advertising is over, just check on political campaigns. Yes, modern campaigns now effectively use social media, BUT (and it’s a big BUT) in addition to mainstream media, not in replacement of it. Why?

Candidates Need to Be Credible.

Just because a candidate says he’s the greatest doesn’t cut it. People can too easily ignore that message

The key is gaining credibility in endorsements. It’s the reason candidates value them so highly. People like to know what others are thinking and endorsement lets them jump on a trusted bandwagon. Consider your business as a candidate for consumer trust and dollars. To gain their trust, or vote, you need to be credible.

How can you gain credibility? Do what the candidates do. Get interviewed, get written about, get quoted.

How to apply it: Read the business and other sections of your newspaper and look for opportunities to pitch yourself to the appropriate editor. If there’s a new business section, send the business editor a press release on your new opening. If there’s an ongoing feature on wellness, and your business is in fitness, let the editor know what your area of expertise is and how you can offer information that may be of use in a story.

Not sure how to get started? Contact a local PR pro. If you’re comfortable doing your own PR, just make sure you’re pitching the right people about your story or area of expertise. Here’s one way to electronically pitch a story to The Press. But the best way is to get a name and contact them directly.

THEN:  If you’re printed, promote your coverage. Put a quote in an ad; frame the article and hang it up in your business; tweet about it on Twitter, or post a link to the story in Facebook. You can now promote  your increased credibility just as the candidates do!

The Walk-away: People are more receptive to advertising messages from credible sources. Use third-party mentions  by a credible source as proof that you’ve got “great legs, and soon the rest of the community will be checking out your “legs” (ahem, ad claims) as well.

What You Can Learn from Political Campaign Ads

‘Tis the season of political advertising. It’s a great opportunity to dissect effective campaign ad techniques in influencing voters, and learn how you can adopt them to influence consumer interest in your business.

Here are just the first two:

  1. Bragging Needs Bragging Rights
  2. The Hmmm Factor

We’ll cover more in future posts. You’ll likely notice highlighted similarities in each technique.There’s a reason for that. Each technique is designed to get a candidate noticed, and each is counter-intuitive to Basic Advertising Wisdom – Tell Everyone Why You’re So Great. Below each is a practical way on how to apply the technique in business advertising.

Bragging Needs Bragging Rights.  Just because you say you’re the greatest doesn’t cut it. People expect you to say you’re the best in an ad, so they can too easily ignore that message

BUT … if someone else says you’re great, then you have bragging rights. It’s the reason top brands spend big dollars on celebrity endorsements, and the reason political candidates from both parties get Keynote Speakers at their conventions. The message is: “Don’t take my word for it. Listen to these guys tell you how great I am.”

How to apply it:  Smart companies let you know their endorsements. There are many companies making sure their ads say they won a “Best of the Press” citation. Make sure to use your ads to announce whenever you are mentioned as top in your category either from a contest, reader survey, or article.

The Hmmm Factor. The goal of many political ads is to get a potential voter to say “Hmmm, didn’t think of that.” That  “Hmmm,” or  “Brain Pause” is frequently what gets a campaign humming, and a key reason political ads go negative. Positive doesn’t work as well. Why?

Just because you say you’re the greatest doesn’t cut it. People expect you to say you’re the best in an ad, so they can too easily  ignore that message

BUT … if a candidate or PAC says the other guy is not so great, a voter may say “Hmmm,” and process the ad as new “information” rather than an ad.

How to apply it:  It is not recommended to go negative in your ads on the competition. It is, however, important to get the reader to “pause” and consider your ad as information rather than a pitch. Consider ads that are Q and As, provide an insight into your commitment to the community, or find a way to personalize your company through the ad copy. The new information can get them to say “Hmmm,” and that pause means they’ve stopped to take time to consider your message.

The Walk-away: Politicians use political ads because they work. Consider the technique behind the ad and how you might be able to use it to give your ads the influence factor that drives traffic and attention to your business.